Crack It on the Croisette continues at Cannes Lions, live from the PayPal Ads Studio — and this time the challenge comes from guest Gareth Kay of Coinbase. His question: how do you make financial literacy not suck? Three quarters of Americans fail basic financial literacy tests, yet most financial education is dull enough to guarantee nobody pays attention.

The crew quickly agrees the real problem isn't the tools — it's everything around them. Jesse argues that culture talks "money" while brands keep talking "finance," and money is the version that's actually cool, cultural, and fun. Romain digs into the trust gap (everyone teaching this is trying to sell you something) and the money taboo that runs even deeper outside the US. Simon zeroes in on the cultural stigma you have to clear before the conversation can even start. Plus: why your dad is a terrible financial advisor, the competitive instinct that keeps us all quiet, a gloriously fucked-up Meta glasses idea, and the case for handing this whole job to comedians.

Did they crack it? Call it progress — which, for a systemic issue in 20 minutes, might be the honest win. Check it out!